A page intended to identify the beginning of the user experience resulting from a
defined marketing effort.
Landing pages are often optimized for specific keywords, audiences, or calls to
action. Since they represent a touch point or an opportunity to present your message
to the visitor, they have a particular importance in conveying information to motivate
the visitor to become more engaged with the site.
A landing page is not necessarily an entry page although it could be. For many sites
using search Ads, the visitor may return several times during a session. A useful
metric may be number of landing pages per session which indicates the degree that
visitors move on and off a website.
Typically Landing Page is used in on-line marketing channels to describe the call to
action of an advertisement. Special parameters are sometimes used, alone or in
combination with the referring URL, to identify the marketing channel or tactic
responsible for the lead.
In some situations, it may be appropriate to limit landing pages to only those pages
with an external referrer.